10
Oriental men feminized (Orientalism) Japanese women doubly feminized Japanese men have been gradually deprived of their masculinity since the samurai were disarmed Japanese economic orgnaization – feminization of men Bubble economy – 1990s – de-stabilization of Japanese masculine identity

12
Idealization of US middle class life style My-home/work gender divisions of labor Home professional wives modern and rational home management, children, education Hataraki bachi (working bee) father Transform transform traditional patriarchal family

14
Sumiko Iwao – recognition of different but equal roles (unlike inferior status of womens role in US) Shinjinrui – new species of man High consumption – individualistic Kuniko Miyanaga – creative individualism? Relationship between consumption and gender in Japan